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An analysis of role adoptions and scripts during customer‐to‐customer encounters

An analysis of role adoptions and scripts during customer‐to‐customer encounters Focuses on customer‐to‐customer interaction between strangers. It begins by reviewing the literature in the field and establishing a number of roles that customers may play while participating in this type of interaction. The study then goes on to measure the frequency of interaction and the propensity of 467 garden centre customers to adopt the roles identified by the literature (namely helpseeker and help providers). From analysis of their responses the authors are able to produce typical role scripts associated with each of the roles identified. These will help those interested in managing and facilitating these potentially valuable interactions and give some structure for future research in the area. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

An analysis of role adoptions and scripts during customer‐to‐customer encounters

Cathy Parker; Philippa Ward
European Journal of Marketing , Volume 34 (3/4): 19 – Apr 1, 2000
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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560010311894
Publisher site
See Article on Publisher Site

Abstract

Focuses on customer‐to‐customer interaction between strangers. It begins by reviewing the literature in the field and establishing a number of roles that customers may play while participating in this type of interaction. The study then goes on to measure the frequency of interaction and the propensity of 467 garden centre customers to adopt the roles identified by the literature (namely helpseeker and help providers). From analysis of their responses the authors are able to produce typical role scripts associated with each of the roles identified. These will help those interested in managing and facilitating these potentially valuable interactions and give some structure for future research in the area.

Journal

European Journal of Marketing – Emerald Publishing

Published: Apr 1, 2000

Keywords: Consumer behaviour; Customer profiling; Customer surveys; Interaction; Services marketing

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